By David Clark and Karl Steiner, PhD

Developing successful business applications has never been easy. Many organizations find that even after having managed the many challenges involved with launching a new application, they are left with a product that is ignored by users or fails to achieve the desired business goals. This whitepaper is designed to help Marketing and IT managers understand how persona development can streamline the requirements process, reduce overall development time and increase user satisfaction and loyalty.

This paper explains what personas are and how they can be valuable in your organization’s application development efforts.Specifically, the authors answer three key questions that help explain why persona creation is gaining momentum as a fundamental step in the development of successful business applications:

• What are personas and how are they used?
• What are the benefits of using personas in application development?
• How do personas fit into an overall user centered design methodology?

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